Some background. We're talking social ads, just as Instagram tried to include in its privacy policy - the use of user-generated content, including personal content like photos within adverts. The difference will be that social ads are going to be built around a corporate website and customer social interactions rather than a social network itself. In other words they won't be Facebook's to sell.

The reason for saying this is Instagram made its move knowing it had to. It did not do so by mistake.

So social ads are the next frontier for privacy and the tense user-social network relationship. But they will continue to undermine Facebook and Instagram.

The idea that social ads will undermine Facebook comes courtesy of Denis O'Malley, CEO of Ready Pulse, a start-up that began marketing Facebook-centric brand advocacy services and is now switching its business model to a more corporate-centric offer. Dennis sees big changes in the effectiveness of different types of advocacy programs amid concerns about privacy.

"We collect, curate, and display all of a brands user generated content from their corporate social pages," says Dennis, "in this case there is little expectation of privacy and brands generally have usage rights to re-purpose on their website. Instagram was saying it would take anyone's personal photos - without notification and without compensation - and turn into an ad. User Generated Content will become ads - but there is a lot around privacy and user rights around that , which is yet to be defined."

The past 24 hours have taught us that Facebook is increasingly desperate to monetize its user-base. And there's a good few reasons behind that. Anyone in the media game knows right now that mobile is the killer app - the app to kill media, that is.

Anyone selling ad unit faces declining prices and, of course, increased competition as competitors try to maintain revenues. Social ads looks like a solution but not necessarily for Facebook, as it means further autonomy for brands. We're headed towards crunch time for companies like Facebook as mobile undermines every web assets' revenues. Expect to see more social but less social network.